Seagram Imperial Blue shows possessive side of men in its new ad

Seagram’s Imperial Blue/Imperial Blue Superhits Music CDs brings alive the funny side of men once again with its latest set of TVCs from the ‘Men will be Men’ campaign.

Along with the campaign, the brand has launched a complete version of its popular jingle ‘Pyaar ki raah mein’ to celebrate 20 years of the brand’s journey in India.

Conceptualised by Ogilvy, the quirky and humorous ad campaign highlights insightful messaging by the brand, showcasing the undying love men have for certain prized possessions, which they sometimes love even more than themselves.

The two ads showcase how men are possessive about certain belongings such as bikes and shoes and how they love them with all their heart and are willing to do anything and everything to shield these possessions.

The first ad features a young man who is cleaning his bike before going to work. He sees a car coming towards him and on seeing a puddle of mud on the road he anticipates the car will splash it on his bike. He quickly stands in front of the bike and takes the mud on himself so that his bike does not get dirty. The ad showcases exactly what men do to protect the things they love.

The second ad features two young men walking together when one of them realises while speaking to his wife on the phone that his shoelace is untied. He hands over the phone to his friend who pretends to be him and speaks to his wife while he ties the lace and gets back on the call without his wife getting to know.
‘Pyaar ki raah mein’, a two-line jingle used in the ad campaign, has been developed into a four-minute song, initiated specially on the request of consumers.

Kartik Mohindra, Chief Marketing Officer, Pernod Ricard India, said, “Imperial Blue’s vision has been to create a resounding impact and establish an emotional connect with the audience. We have been able to bring this to life by showcasing the typical idiosyncrasies of men with the tagline ‘Men will be Men’. The popular two-line jingle ‘Pyaar ki raah mein’ is also being released as a full-fledged song to celebrate 20 years of the brand’s journey in India. The new TVC campaign and song reiterates our commitment to delivering what our audiences want and staying relevant to them is imperative to us.”

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